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Published
Apr 8, 2022
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Pure London goes all-in to make comeback show a global event

Published
Apr 8, 2022

As Pure London prepares for its comeback as a solo event this summer, the organisers said this week that the giant fashion exhibition is investing in an extensive international programme.


Pure London



This incorporates “a comprehensive Agent Network in over 30 countries created to make the show the UK’s most exciting international fashion event showcasing brands from as far afield as Peru and Australia”.

The show, which takes place at Olympia London from July 17-19, is benefiting from governments in many markets using events to drive exports post-pandemic. And the new international team is “securing subsidies from key countries including France and Poland to bolster its international brand offering”.  

Organiser Hyve Group’s  European Development Director, UK Division, is Robert Sapwell, who said: “The international agent network is a huge investment which we have built up during the last 18 months enabling Pure London to be the most international market-leading event in the UK. Our agents are experts in their markets, they have the knowledge and experience to understand the needs of the leading brands and designers in their countries, to discover and seek out the latest up and coming brands, as well as secure subsidies for brands wishing to show in the UK. This, alongside the invaluable government subsidies agreed so far with France and Poland, will make Pure London a truly international showcase.”

It's certainly an interesting selling point for the event, especially coming after two years of virtual shows or combined and scaled-down exhibitions.

Organisers across the sector need to pull out all the stops for their debut comeback events and ramping up the international brand presence will certainly help Pure in that respect.

Hyve said that in partnership with Business France and Team France Export, the Chèque Relance Export ‘Choose France’ programme covers 50% of eligible expenses up to €2,500 for French brands to exhibit at the show.

Nihat Berktas, European Development Manager, Pure London, said the company is also working alongside The French Women Ready to Wear Federation (FFPAPF) to communicate the initiative, “creating regular webinars providing Pure London trend forecasting as well as guidance, support and information on the benefits of targeting the UK market”. 

So far it has attendance commitments from brands including Art Love, Shan-Shan, Palme, Zen Ethic, and Rene Derhy.

Meanwhile, in Poland the Polish Development Fund Group’s (PFR) ‘Go To Brand’ Funding offers subsidies to fashion brands of between 50% to 85% of costs to participate. 

And the team is “working to secure more subsidies across its agent network which currently spans 33 countries” in Europe, The Americas and Australia/New Zealand.

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